Shocker. Taobao and Tmall dominated the 11.11 Shopping Festival [Chart]

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Shocker. Taobao and Tmall dominated the 11.11 Shopping Festival [Chart]

The Chinese websites that started and are the principal promoters of China’s biggest online sale came out as the overwhelming market-share leaders during the 24-hour spendfest this year.

China Internet research consultancy iResearch this week released market-share data surrounding this year’s blowout 11.11 Shopping Festival, and the results aren’t likely to surprise many.

Alibaba Group-owned online shopping websites Taobao and Tmall—the principal promoters of the 24-hour online sale—won the day with a near 90 percent share of traffic, with Taobao garnering 46 percent of total page views and sister site Tmall pulling in 41.8 percent. Together, the two sites generated RMB 35 billion ($5.7 billion) in GMV during the Nov. 11 sale, making it the largest one-day online sales promotion in the world.

Other shopping websites that piggyback on the buzz created by the annual Taobao/Tmall event with their own promotions did not enjoy the same success, according to iResearch. ranked third with 6% of the page views, while was in the fourth place with 1.4%.


Researchers noted that synergy among Alibaba’s Internet “channels” played a big role in bringing shoppers to Tmall this year. For example, Taobao and eTao, Alibaba’s dedicated shopping search engine, delivered “huge” traffic to Tmall during the sale, according to iResearch.

Meanwhile, leading Chinese smartphone maker Xiaomi helped drive traffic to its flagship Tmall store by participating in the sale this year. Xiaomi “offered tens of thousands of cellphones to snap up, bringing a great number of Xiaomi fans into,” researchers wrote.

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